Customer Relationship Management (Fach) / Internal Influences: Perception (Lektion)
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Kundenmanagement
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- Perception = process by which an individual selects, organizes and comprehends stimuli into a meaningful and coherent picture of the world
- Perception Process Exposure Sensing Attention Organizing Comprehension Reacting
- How to make consumers pay attention? - Intensity of stimuli - Contrast - Movement - Size of the stimuli - Involvement Level - Unexpected stimuli
- Organization Principles - Figure and Ground - Assimilation / Grouping / Similarity - Closure - Contrast
- Aspects of Perception 1. Absolute Theshold 2. Differential Threshold 3. Subliminal Perception
- Absolute Threshold - lowest level at which an individual can experience a sensation - minimum marketer has to exceed - Ex. dog whistle
- Differential Threshold - minimal difference that can be detected between two similar stimuli - known as the just noticeable difference (J.N.D.)